7 Steps to a Social Media Marketing Plan
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Updated version of a presentation I made 2 years ago at Web 2.0 Expo. This time for Tools of Change social media workshop in Frankfurt.
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7 Steps to a Social Media Marketing Plan
- 1. 7 Steps to a Social Media Marketing Plan Tools of Change October 2011 @alizasherman
- 2. Is this YOUR social media? @alizasherman
- 3. Social Media Myths It’s really expensive. It takes too much time. “Viral” is a strategy. Social media can be controlled. Fans can be bought. Bought fans will care. Social media will solve everything. @alizasherman
- 4. Why you might #fail Wrong objectives Wrong target Wrong message Wrong channels Wrong tactics Wrong intention @alizasherman
- 6. Answer these questions What are you trying to achieve? Who are you trying to reach? What do you have to offer? How will you reach out? How will you attract attention? How will you determine success? What will you do next? @alizasherman
- 7. The 7 Steps 1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat @alizasherman
- 8. Why are you doing this?
- 9. Step 1: Objectives Clear Relevant Attainable Measurable Flexible @alizasherman
- 10. Step 1: Objectives Increase brand awareness. Connect with customers. Provide better customer service. Increase sales. @alizasherman
- 11. What does your audience want?
- 12. Step 2: Audience Demographics Psychographics Proficiency Propensity Interests @alizasherman
- 14. Step 2: Audience Where are they? What are they doing? How often are they doing it? Who are the influencers? @alizasherman
- 15. What value can you provide?
- 16. Step 3: Assets Identify Assess Leverage Re-imagine Integrate @alizasherman
- 17. Step 3: Assets Words and stories Graphics and photographs Audio and video People @alizasherman
- 18. Social channels
- 19. Mobile Channels
- 20. What will you do?
- 21. Step 4: Tactics Strategic Appropriate Targeted Thoughtful Engaging @alizasherman
- 22. Step 4: Tactics Listen first Respond promptly Involve and engage Rethink as needed @alizasherman
- 23. Social Media Calendar Promotional messages Scheduled releases Planned events Current events Conversation starters @alizasherman
- 25. Step 5: Big Ideas Take risks Shareable Experiential Surprise Delight @alizasherman
- 26. Step 5: Big Ideas Powerful storytelling Aha moments Compelling imagery Community connections @alizasherman
- 27. What numbers matter?
- 28. Step 6: Measurement Benchmarks Monitoring Tracking Analyzing Modifying @alizasherman
- 29. Step 6: Measurement Define success Set expectations Know your numbers It’s not always numbers @alizasherman
- 30. Identify Your Evangelists @alizasherman
- 31. How are you leveraging wins?
- 32. Step 7: Repeat Assess Optimize Enhance Expand Leverage @alizasherman
- 33. Are you listening? Are THEY?
- 34. Step out of your comfort zone @alizasherman
- 35. Enough of the broadcasts @alizasherman
- 36. Stimulate conversations @alizasherman
- 37. Grow your fan base
- 38. Drive actions @alizasherman
- 39. It’s about PEOPLE @alizasherman
- 40. “Better to have 100 engaged followers than 1000 or 10,000 who ignore you.” -- @alizasherman
- 41. The 7 Steps 1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat @alizasherman
- 43. Aliza Sherman • @alizasherman • AlizaSherman.com • aliza@mediaegg.com • Slides at: slideshare.net/alizasherman